We Can Be Sexy Too

Toby Pickford thumbnailHello, is that Terry Savage, the chairman of the Lions Festivals?

This is Toby Pickford here, Creative Director of Ogilvy CommonHealth Sydney. How’s it going? I hear health has been added to the largest and most prestigious annual event celebrating creative advertising and communications. This is great news! Finally we can stand side-by-side with our mainstream counterparts; the wall of health will come down, and creativity can be celebrated as one, whether it’s selling Viagra or Volkswagen.

Sorry, what was that? We won’t be celebrating on the same day? Oh, so health is a completely separate awards event? We go first? OK, a bit like a warm-up act, right? 


This is totally the wrong way to think about this. I could look at it as our time. Our time to really show the world and the most awarded creatives and their agencies on the planet that we are an amazing bunch of talented people who can tackle some of the most difficult and challenging problems and turn them into compelling communications. And what’s more, change lives!

That’s cool. Now we can show them that health can be SEXY! Not just mainstream…

Yes, that’s the way I should look at this… OK, I feel better now, special is good, special is SEXY.

Right, it’s on. Us against the rest of the world. Ogilvy CommonHealth united, seen as the most creative healthcare network. I can see it now—Cannes, the palm trees, the beach…

But how do we get there? (By plane of course—very funny, Toby.) How do we create work that will be worthy of a LION?

I am going to start by setting some goals:

  1. Drive for more inspiring briefs.
  2. Be fearless and push clients to be fearless too.
  3. Stay tuned to creativity from outside of the pharmaceutical industry.
  4. Be surprising in everything we do—make originality the norm and not just for special occasions.

That sounds good. Right, I suppose I better let Terry Savage know that he needs to make the stage a bit bigger next year because Ogilvy CommonHealth Worldwide are coming to CANNES to make health SEXY.

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